AI Ad Disclosure Rules in India (ASCI)
By MorphAds Team · Updated 24 June 2026
In India, the Advertising Standards Council of India (ASCI) published Draft Guidelines for Responsible Labelling of AI-Generated Content in Advertising on 8 May 2026. The framework is risk-based: it does not ban AI, but it requires disclosure wherever AI-generated content could materially influence a consumer’s decision. Where labelling is required, ASCI suggests standard disclosures such as "Audio/Video created using AI" or "Audio/Video enhanced using AI." The guidelines align with MeitY’s rules requiring labelling of synthetically generated content. MorphAds adds an AI-generated disclosure overlay to every output by default, helping advertisers meet this transparency expectation.
Key facts
- ASCI draft guidelines published 8 May 2026 — risk-based, not a ban
- High risk (e.g. deceptive deepfakes, fake testimonials): prohibited regardless of a label
- Medium risk (AI could materially influence the buyer, e.g. synthetic influencers, AI-shown product performance): disclosure required
- Low risk (minor touch-ups: colour correction, noise reduction, lighting): no label needed
- Suggested labels: "Audio/Video created using AI" or "…enhanced using AI"
- Aligns with MeitY rules on labelling synthetically generated content
- MorphAds applies an AI-disclosure overlay on every generated ad by default
Frequently asked questions
Do I have to disclose AI in ads in India?
Under ASCI’s 2026 draft guidelines, disclosure is required when AI-generated content could materially influence a consumer’s decision (medium risk) — for example synthetic influencers or AI-depicted product performance. Purely cosmetic edits (low risk) do not need a label.
What label should an AI ad use?
ASCI suggests standard disclosures such as "Audio/Video created using AI" or "Audio/Video enhanced using AI," or an equivalent that sufficiently informs the viewer.
Does MorphAds handle AI disclosure?
Yes. MorphAds adds an AI-generated disclosure overlay to every output by default. Final ad claims remain the advertiser’s responsibility.
This is a plain-English summary, not legal advice. ASCI’s 2026 guidelines were in draft/consultation; confirm the current text and consult a professional for your specific ads.
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